Popular culture references are often used as a tool in persuasion – for marketers, politicians, and everyday business sales pitches. In this BrainBite, DAVE WESTMAN from Flat Cat Marketing looks at why people use pop culture by relating it to how the brain works. The brain is constantly looking for reference point to determine if something is potential threat or potential reward. In doing so, it refers to what Dave describes as “memory maps”, looking for a similar situation in past experiences. Tapping into memory maps with a positive connection is a great way to overcome any potential threat response so marketers are keen to establish that fertile ground for a sales pitch. The challenge is knowing what memory maps are in the heads of thousands of individuals. That’s where popular culture comes in.